Tourism NZ expects $5 million worth of advertising from Stephen Colbert visit

Stephen Colbert's trip around New Zealand in October is expected to result in around $5 million in advertising value, according to Tourism New Zealand.

The Government agency says taxpayers contributed a little more than $100,000 toThe Late Show's tour of Aotearoa for accommodation, domestic travel, activities and attractions and some production costs.

US TV company CBS covered the majority of the trip's costs, says Tourism NZ.

"Tourism New Zealand was approached by New Zealand Trade and Enterprise to assist with sourcing a 'gift' for Colbert," says Tourism NZ chief executive Stephen England-Hall.

"We knew Colbert is a massive Hobbit fan, so we contacted Hobbiton who agreed to the idea of granting Colbert an 'honorary Hobbiton citizenship', including an invite to accept it in person.

"Tourism NZ's estimated investment is $104.5k, with a significant return on investment of $5 million in estimated advertising value expected."

While here, Colbert caught up with Prime Minister Jacinda Ardern in Auckland and visited locations from Sir Peter Jackson's The Lord of the Rings and The Hobbit trilogies for a series of segments set to be broadcast this month.

Tourism NZ also claims Colbert's visit to New Zealand was first talked about in September 2018, before Ardern's appearance on his show that month.


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